3G has its office in Malad, Mumbai. Recruitments were becoming a problem because of the 'dumb' stigma call-centres seem to come attached with. The new recruitment campaign therefore needed to fulcrum around a premise more enticing. We thought 'A Sharper Breed' would cut more ice, leverage the brand onto a celebral plane. The campaign, visible across all Mumbai dailies and strategically-chosen hoardings, begun about a year back, is still running. I rest my case.
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